Digital marketing versus Growth Hacking. Het verschil tussen marketing management en growth hacking.

1. "Het verschil tussen marketing
management en growth hacking.”

2. • Founder at
“THINK with people”
• Managing Partner at
“Heaven Can Wait”
• Wrote a book: “Een Digitaal
Marketing Plan in 100 Dagen”
(www.digitaalmarketingplan.be)
• Chief biker @ mototravel.be
• http://www.ibert.be
www.twitter.com/ibert
Bert Van Wassenhove
COMING SOON!
to!
HASSELT

5. http://www.thinkwithpeople.be/de-9-verschillen-tussen-marketing-managers-en-startup-marketeers/

6. What makes startups & entrepreneurs
different from managers?

7. http://praveenkvma.blogspot.be/2010/04/my-ice-breaker-speech-at-toastmasters.html

8. Goal
Means
1
Means
2
Means
3
Means
4
Means
5
Manager

9. End 1
Means
1
Means
2
Means
3
Means
4
Means
5
Entrepreneur
End 2 End 3 End …

10. Manager Entrepreneur
Expected
Return
Affordable
Loss
http://effectuwat.wordpress.com/about/affordable-loss/

11. Manager Entrepreneur
Competition
Analysis
Strategic
Partnerships

12. Manager Entrepreneur
Existing
Knowledge &
Predictions
Turn the
unexpected to
your advantage

14. Growth Hacking
Marketing Technology

15. Use the (digital) product
• Cheap to give away
• Product features can now be
directly responsible for growth.

16. Use the (digital) product
• Cheap to give away
• Product features can now be
directly responsible for growth.
• Build habit-forming products
• Behaviour =
Motivation + Trigger + Action

17. Hack (digital) distribution
• Search Engine Optimisation
• YouTube, Pinterest, Instagram,
Vimeo, … as the new eyeball
harvesters.
• And other Social Media
(Facebook = The New TV)

18. Leverage technology
!
• API’s (or workarounds)
• Coders & marketers working
together

19. “Digitale media” is
more then a website

20. Google
YouTube
Google Maps
Google Search Google Images
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Google Search Google Images
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Google Search Google Images
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Google Search Google Images
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Google Search Google Images
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Google Search Google Images
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Google Search Google Images
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Google Search Google Images
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Google Search Google Images
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Google Search Google Images
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Google Search Google Images
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Google Search Google Images
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Google Search Google Images
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Google Search Google Images
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Google Search Google Images
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Google Search Google Images
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Google Search Google Images
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Google Search Google Images
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Google Search Google Images
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Google Search Google Images
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites

21. Riiiiiight
I need a plan ...

22. BUILD your marketing plan,
don’t INVENT it!

23. 16
1SLIMME VRAGEN
VOOR JE BEGINT
SMART
QUESTIONS TO
START WITH ...

24. SMART QUESTIONS TO
START WITH ...
Who is your customer?

25. Your Target Group
• Product-market fit.
• Not so much target groups, but
how can you find customers for
the solution you invented.
• B2B vs B2C
• Who in the value chain has
money and pain?

26. Your Target Group
• Online I guess?
• Think about influencers!
• Segment based on what you
mean to your customers. (what is
the role you could fulfil)

27. How will your customers
find your company or
brand?
SMART QUESTIONS TO
START WITH ...

28. Exploratie
Beslissing
!
Nood
Gebruik
2
3
1
4
Need Exploration
DecisionExperience
Customer Journey

29. Customer Journey
• ACTIVE needs versus LATENT
needs
• Activating needs is what
traditional marketing has been
doing since forever, and it fits
the purpose.
• Social media are the new mass
communication channels.
Nobody gets
up in the
morning to
come visit your
website!

30. • “The Zero Moment Of Truth”
• Digital Exploration at the ...
• Through SEARCH
• Through SOCIAL
Customer Journey

31. Customer Journey
• “The First Moment of Truth”
• Different purchasing contexts
• Physical store
• Online
• Multi-channel retail

32. Customer Journey
• “The Second Moment of Truth”
• Help your customers
• The Customer experience is the
ideal opportunity to generate &
stimulate:
• CONVERSATION
• CONTENT CREATION
• Commercial opportunities
for:
• Cross-sell
• Up-sell
• Referral
• Prepare the next sale

33. What message to bring in
which phase?
SMART QUESTIONS TO
START WITH ...

34. http://www.youtube.com/watch?v=l5Tw0PGcyN0
The Golden Circle

35. EENDIGITAALMARKETINGPLANIN100DAGEN
Misschien is er een eenvoudige oplossing en volstaat wat extra uitleg
om de klant blij te maken. In veel gevallen volstaat het al om naar een
ontevreden klant te luisteren en begrip te tonen, om verdere negatieve
uitlatingen op het internet of bij vrienden te vermijden.
Een goede ondersteuning en communicatie wanneer een consument
jouw product of dienst gebruikt, heeft tenslotte als belangrijk effect dat
deze voor een volgende aankoop minder ver gaat zoeken. De explora-
tiefase wordt minder belangrijk en er wordt sneller beslist om opnieuw
jouw merk te kopen.
Exploratie
Beslissing
!
Nood
Gebruik
2
3
1
4
DE WEG VAN DE CONSUMENT. (ILLUSTRATIE PIETER HEYTENS – WWW.MONKEYSHOT.BE.)
We zullen dit model in de rest van het boek aanhouden om te duiden in
welke fase welk digitaal medium belangrijk en minder belangrijk is.
WHY HOW
WHAT
What to communicate about?!
!
Issues your customers have
when dealing with … . "
How important they are, what
the impact can be, why this will
become more important in the
future.
What to communicate about?!
!
How to best solve these
issues, without talking about
products/services.
What to communicate about?!
!
The value of these products/
services in solving pain."
+ Convert

36. What’s your objective?
SMART QUESTIONS TO
START WITH ...

37. Get your objectives straight, they are
the lighthouse of your plan!

38. What’s your objective?
• We’re looking at getting
traction with a broad
audience who doesn’t yet
know the need us ...
• We’ve got loads of
customers, but we want to
keep them from running
of to competition ...
• We offer a popular service
people look for on the
web, we just need to get
them on OUR site ...
• Loads of traffic on the site,
but we can’t get them to
actually buy our stuff ...

39. THANKS for listening ...!
Follow me here: twitter.com/ibert!
and as a startups especially here: twitter.com/thinkwpeople!
and euh ... if your interested in my book, check this:
digitaalmarketingplan.be